Jargon Watch: Digital Bulimia | 数字贪食

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I first heard about digital bulimia when my colleague Becky was relating how one of her spare time activities is surfing e-commerce sites, filling up shopping carts with the kind of items they would like to buy for her kids were financial considerations not an option and then abandoning the shopping carts and closing down the computer – a digital equivalent to gorging and purging hence bulimia reference. It is apparently a common place behaviour amongst other parents with young families.

It is a manifestation of a gap between aspirational online behaviour and real-world consumer behaviour and explains why conversions figures and cart abandonment rates maybe stubbornly under-performing for more aspirational, if not quite luxury brands.